Define brand equity and explain brand equity from both the perspective of the organisation that owns a brand (Kraft) and from the vantage point of the customer. (5) Explain brand equity-building through leveraging and refer to the four (4) ways for leveraging favourable brand associations. Ensure to provide Kraft salad dressing examples where applicable. (10) Assume that Kraft salad dressing is a new brand: Five brand-related characteristics influence consumers' attitudes toward new brands and their likelihood of adopting them. Considering these related characteristics influencing consumers' attitudes toward a new brand, how successful was Kraft in influencing consumers' attitudes positively toward adopting Kraft Salad dressing